Monday, December 01, 2014

Facebook will limit promotional ads

Facebook announced that brands will not be able to post as many promotional ads beginning in January 2015.  Facebook is trying to limit the number of ads that appear in the news feed.  Acording to Facebook the following criteria makes a brand's post "too promotional" (
  1. Posts that solely push people to buy a product or install an app
  2. Posts that push people to enter promotions and sweepstakes with no real context
  3. Posts that reuse the exact same content from ads.
Facebook also provided examples of these posts.

Facebook says that they decided to make this change following a user survey and user data analysis (what was hidden from the news feed). Traditionally, brands viewed Facebook posts as a free way to push content, advertisements, and coupons. Previously, Facebook created a sales deck to inform marketers that their organic reach was shrinking and suggested them to buy more advertisements.  Facebook seems to be using this new reduction in promotional posts to urge brands to purchase more ads.   Facebook posts are a major marketing strategy for most businesses with limited budgets and they are not likely to purchase ads.  It will be interesting to see how brands react to these new limitations and how they will adapt.

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